Ask an Expert: Tile Edition
If you’re following the five steps for sourcing project materials then you know that step three is very important: Ask an Expert!
I had the opportunity to connect with Brooke Hogan, an architectural and design consultant at TileBar. She generously shared her time-tested industry knowledge to help guide you when you’re ready to source tiles and other flooring materials.
We cover everything from tips, to challenges, to inspiration, to budget, and more! This is a must-read if you’re planning a tile project!
This interview has been edited for length and clarity.
Photography by Emily Kenney (Backsplash Tile by Tile Bar)
Meet Brooke Hogan, our materials-sourcing expert
Sami: What is your job title and how would you describe the work that you do?
Brooke: I am an architectural and design consultant at TileBar and I'm a rep for the trade community. So I mostly work with designers, architects, contractors, and people in the building industry.
But that doesn't mean that TileBar doesn't cater to homeowners, too! If homeowners want to work independently, they can absolutely purchase our material right off of our website, and there are other reps to assist them along the way too.
I have a background in fine art. After graduating from the University of Washington, I decided to peek into the world of interior design and ended up taking a position at a local surfacing showroom here in Seattle. I was on the floor helping homeowners with their decisions and whatnot. I really enjoy everything that the tile industry has to offer.
The selection and decision making process
Sami: What do you think is the first step for homeowners who are planning a design project that involves new tiles or new flooring?
Brooke: The first step I definitely recommend people do is research. Just get online and start understanding different materials. There are so many different options out there and they each are better suited for different applications.
This will help the homeowner curate a list of questions that they can bring to the professional that they're talking to—whether it be directly with the supplier, with the contractor, or with the tile installer. But just getting a general idea will help guide them in the right direction.
Sami: What advice would you give to people who are totally new to the process?
Brooke: Be flexible! It's good to have a vision as to what you want. There are so many different options that it's easy to be pulled in so many different ways.
So know what you want, but be flexible on how you get there because there are limitations that are going to pop up—whether it be with the product itself, the construction, or the actual space.
If you lock in on one thing and aren't willing to budge, it might not work out. So be open to going in a route that's similar in look. For example, if you think you want natural stone, but then you find out all the different limitations it has or the maintenance it requires, be open to using a marble lookalike. Just be flexible.
“ know what you want, but be flexible on how you get there”
Sami: How can homeowners prepare for their tile consultation?
Brooke: It’s so easy to get overwhelmed when you go into a tile showroom. I've witnessed people have that “oh my gosh, I don't know what to do” moment. So I really recommend having a vision, being flexible, but also going into the tile store with a visual aid that will help you remember exactly what it is that you're looking for.
If you are working with a professional, a visual aid will help them understand what exactly it is that you're looking for. It just makes everything easier. Whether it's screenshots, an Instagram account, or magazine clippings—any kind of visual aid is super helpful.
Sami: What are three questions that someone should ask when they're beginning this process?
Brooke: For starters, what materials are suitable for what applications? So, if you are working on a shower, your first question should be, what is suitable for a shower? If you're working on a pool, what is suitable for a pool?
And then question two is kind of on the same track. Inquire about the maintenance level of the different products. Some products, like marble, will require regular maintenance and upkeep. While porcelain is close to none. So it's good to know how much attention you are willing to give to a product. And knowing the maintenance level of a product will help you know where you should look and where you should avoid looking.
And then the third question is to ask about general pricing. You don't want to fall in love with something you can't have. Handcrafted ceramics, waterjet, marble, mosaics, or just the really intricate artistic things, can really go up in price.
Common challenges (and how to avoid them!)
Sami: Now this is definitely going to be helpful for the readers! So next we're going to be talking a little bit about the challenges, inconveniences, and stumbling blocks that come up in this process. What do you wish that more people knew about the process?
Brooke: Not every tile can be used everywhere. I've seen people come in wanting to use marble in their steam shower and that's not a good idea. I've seen people want to use a large format tile for their shower floors but they're using a circular drain and those things don't mix.
So it's knowing that your physical space will limit what you can choose. If it's a brand-new construction and there's no budget, go ahead, and do whatever you want. But that's not the case most of the time!
For example, if your space has an older build, let the person you’re working with know that the floors might be uneven. You may have to look at alternative options, like a more flexible flooring material like LVT or using a smaller format tile that can move with the floor. It’s important to know the space and know what can go in it.
Sami: What are some common challenges that you see? When you start talking to clients, are there themes that come up again and again?
Brooke: I think the two biggest that I've seen is the supply chain. We try to always have the material en route if it's not in the warehouse. Before you are locked in on a product, it’s good to ask about its availability, if it's in the warehouse, how much product is in the warehouse? Is it on the way? Is it on the way in a container? Or are we still waiting for that container to come from the manufacturer?
If it's en route, you just want to be in contact with the sales rep to make sure there are no delays. If it's not en route yet, do not count on whatever ETA you're provided because there's so much room for it to change.
When it comes to materials, if you have three top choices, that's phenomenal. Ask about availability and pricing. That’s pretty much going to help you narrow down and pick a winner.
The second challenge I often see is tiles. Just like cookies or yarn, each batch of tiles will be slightly different. There's a recipe, and there's a process that goes into it, but there still could be slight variations in coloring or tone. This can make it so the different dye lots of tile can't be used together every now and then.
“Just like cookies or yarn, each batch of tiles will be slightly different.”
Typically you can avoid this just by ordering enough material from the get-go. If you order overage, we typically recommend ordering 10% to 15% overage. That's a safety reassurance that if the material is damaged while you're cutting it, or something of the sort, you still have some material to get into. It never hurts to have a couple of boxes in storage in case of damage.
What does success look like?
Sami: What are the measures of success during a tile installation project or during a floor redesign?
Brooke: So, say the homeowner is doing the tile installation themselves. For a successful tile installation, you have to make sure that you are following installation instructions as closely as possible. The longevity of a tile installation is highly dependent on how well it is installed in the first place.
We put installation guides on every single one of our product pages for homeowners, and even contractors. They touch on the substrate, layout, adhesives, mortar, and tips for success. If one of those things could be off, it could make your whole entire installation off in one way or another. The floor could not be flat. It could not be sealed properly. You could have a grout joint that doesn't give enough movement. You just want to make sure that you really understand how to use all the different materials properly.
Rising design trends
Sami: Are there any design trends that you've been seeing a lot of lately or that you're really excited about? It's always cool to hear where the industry is moving.
Brooke: I actually do love both of the trends I'm seeing right now. One, I'm seeing a lot of the art deco style. It brings in classic marble or stones, geometric patterns, and jewel tones.
And then I'm also seeing a lot of desert tones. A lot of people are getting into brick or terracotta-styled tiles in reds, oranges, and pinks. This is often for somebody who is looking for more of a Zen kind of vibe, or just a more organic kind of feel. Those terracottas are really becoming quite popular, and I love those.
Some of Brooke’s favorite Tilebar picks above!
Schedule for success
Sami: In general, what's the best time of year to schedule this type of renovation?
Brooke: Typically, I always see everybody doing their projects in the summer. That kind of creates a frenzy in the trade industry. Whether it's the contractor or the installer or the sales rep, everybody is working at a double speed in the summer.
“My recommendation for a less stressful renovation is to do a winter project. ”
People most likely avoid it because of the holidays. However, in the winter, there is just so much less activity so it's a great time to get a lot of focused attention.
The showroom I used to work at in the winter months was not very busy at all. It was so easy to give people plenty of time to look at everything and answer all of their questions. If you're going to renovate in the summer, there are so many other people also seeking advice at the same time. It just gets more competitive.
Budgets, costs, and more, oh my!
Sami: So next up, I don't know if this is everyone's favorite topic, but it's definitely an important one. The budget! Realistically, what do you think homeowners should expect cost-wise when they take on a tile installation project?
Brooke: Yeah, this was a really tricky one for me to be able to touch on just because I sell the product as the product itself and then send it off on its way. So it's hard for me to know exactly what homeowners should budget for the overall picture of it.
In general, for a tile alone, a standard ceramic or porcelain tile is going to be around six to twelve dollars per square foot. And that's just your standard tile. It’s going to go up from there if you're looking for mosaics, natural stone, or anything that's more handcrafted.
Sami: Are there certain materials that just are a bit more budget-friendly or good swaps someone can make?
Brooke: Yes! Pretty much every supplier will have budget-friendly options and recommendations. For a budget-friendly option, ceramics are going to be your go-to. If you're looking at a floor tile, basic porcelain is going to be your go-to.
It’s also great to ask about discontinued products. I know people might hear that and think it’s not as good. Because it's not what's hot off the market. But a lot of times suppliers will heavily discount discontinued products. Not because it's bad, but just because they're trying to make more room in their warehouses. Often, you can find great options that are still popular like marble prints on porcelain. It never hurts to ask about discounted or discontinued products!
Quick expert tips
Sami: Is there anything else that you'd like to share with our readers about the process?
Brooke: One thing I didn't touch on was that I highly recommend sampling before purchasing material. Every now and then I come across somebody who makes a decision without even seeing the physical piece in front of them or not bringing it home to see it in their space.
That can totally change your entire idea of a product. You’ll want to see it in your space and how it is affected by daylight or how the coloring of your lightbulbs will affect the color of the tiles. So I recommend living with it for a little bit, even if it's just a small little piece and just making sure that you are completely in love with it before purchasing it.
I want to give a big thanks to Brooke for taking the time to share her expertise and experiences with us! Visit www.tilebar.com if you’re ready to begin a conversation with a flooring expert.
